Why Seasonal Feel-Good Content Always Works

Why Seasonal Feel-Good Content Always Works

With just over six weeks until Christmas Day, the internet and
social media are a frenzy with gift roundups, holiday GIFs and the launch of
beloved high street adverts. The latter is one of my favourite things about
being in the UK at Christmas. As a self-confessed crier at commercials, I look
forward to early November when stores unveil their stories that pull at our
heartstrings every year.

Last Friday we were introduced to Moz, the cuddly monster featured
within this year’s John Lewis’ advert, and after the initial viewing, it got me
thinking: what is it about quiet soulful music, adorable creatures and an
emotional seasonal message that equates to shareable content?

Here are my three thoughts on why there will always be room
for this type of content:

1. In an otherwise complicated world, people
continue to look for a comforting escape

I’m sure most people would agree that 2017 has been a rollercoaster
of unpredictable ups and downs for millions across the world. Like a good book
on a rainy day, there is just something about stumbling across a feel good campaign
that makes you feel safe and brings a smile to your face, especially during the
holiday season.

In my opinion, the Coca-Cola Christmas advert
from 2010 is a perfect example of this.
Since I was a child, I’ve associated Christmas with the soft drink brand.
Whether the advert features polar bears, a jolly Santa or the infamous truck,
Coca Cola has been winning at the Christmas game since the 1950s. Their adverts
not only pull on the heartstrings but they are also very good at incorporating
their product into a one to three-minute story that is relatable and engaging.

2. Music is a global language that speaks volumes
for brand sentiment

Don’t you just love when a song instantly reminds you of a
feeling, particular memory or even an advert? I can’t listen to Lily Allen’s
version of ‘Somewhere Only We Know’ without thinking of John Lewis’ ‘The Bear and
the Hare’ advert from 2013.

The addition of music can definitely uplift and position an
advert above others, particularly when an artist collaboration naturally aligns
with the brand. According to a 2016
Ofcom report the majority of UK adults (64%) go to YouTube for music which
opens up a plethora of opportunities for brands to market their products,
engage with relevant audiences and encourage natural sentiment, even outside of
the Christmas period.

3. Seasonal
content needs to be more than just a stocking filler

Brands like John Lewis have been producing memorable adverts
for 10 years and just as the online consumer journey has evolved, people now
expect a multi-channel experience as oppose to a stand-alone advert.

Like the perfect gift, there is the assumption that these
adverts will exude both quality and quantity. This then presents a challenge
for smaller brands, most likely due to budget constraints and creative
resource. Having said this, there is still plenty of opportunity for smaller
brands to get a foot in the door of the online Christmas conversation,
especially if they promote their USP in a way that is both natural and
innovative and choose the right platforms to push out their content.

Overall, intelligent content will always win. Here’s the latest John Lewis advert
which teaches us that a friend is never far away, especially at Christmas.